Women shoes could mean anything, so I have my ad land people on the women’s shoe page which includes links to all styles. For example, I might bid on the keyword women’s shoes which is a generic search. A great way to utilize sitelinks is to group similar elements. Sitelinks are a great way to beef up your ads (create larger listings) and send people to specific sections on your site. You will notice from the picture above that there are sitelinks on the ads. Path 1 and Path 2 could say something like Yankees and Tickets which would tell me as a user I know where I would go if I click on this listing. For example, I might search on Google for Yankees Tickets, and I see a few ads in Google. Path 1 and Path 2 allow you create your own URL slug for the ad which can increase your click-through rate. The columns that you will need include Campaign, Ad Group, Headline 1, Headline 2, Description, Path 1, Path 2, and final URL. The description text can be up to 80 characters, so it’s best to use all the space. You have 30 characters of space to utilize for headline 1 and 2, so make sure you use it! Spaces do count as characters, so it’s best to use the TRIM function in excel to remove any extra spaces if your character limit was over that threshold. There are elements to remember when building out the ad campaign. The ads tab will be what ads would show in Google for someone searching for a keyword that triggered your account. I find success with Exact and Broad Match Modifier, but you can also use Broad and Phrase match. The match type will tell Google Ads what type of phrase match you want your keywords to show up as. The final URL is where you want people to land on your website. Campaign, ad group, keyword, final URL, and match type. Don’t spend too much time thinking of every keyword, you can let the BMM campaigns illustrate what words to have.įor the keyword tab, you need to have the following columns. My suggestion is to build the basics and optimize as you go forward. The keywords section is important to have an initial build to start, but you will most likely continue to add more keywords to your account once your campaign goes live. By building everything into Excel, I can create a pivot table at the end to check to make sure every campaign has an ad group, ad, and keyword before I launch my account. You may be noticing a pattern now with each Excel tab and how it builds off from the previous tab. You need to have the campaign match up to the ad groups, so if you have five ad groups, you need to repeat the campaign name five times in the campaign column. The ad group tab has the following columns at the top. Then I would have an Exact Match (EM) campaign which means I want these specific keywords to trigger my ads. I will use BMM which stands for broad match modifier to catch any long-tail keywords that I would not have thought about using. A brand campaign consists of keywords that include my client’s name. When it comes to building a campaign, I tend to break out my account into the following sections. It’s critical to put the status as Paused when you upload your content because you don’t want your content to go live until you are ready. When we upload everything into Google AdWords Editor, we need to have the Excel columns match up with the Editor tool. Campaign, budget, and Status are all necessary to have via the build. In the campaign section, I have the following three columns at the top. In the pictures below, I’ll have a screenshot of each section within Excel and show you how to build everything. Campaigns, Ad Groups, Keywords, Ads, Sitelinks, Negative Keywords, and more each have their own section. In excel, I have individual tabs for each section of the account. I’ll share how I rebuilt a client’s PPC account and instantly lowered their cost-per-click and improved their cost per acquisition from this method. Getting the structure of your AdWords account correct will set you up for success down the road. In this guide, I’m going to share how you can build your first Google AdWords campaign in the first few hours. Creating your first Google AdWords account may be daunting, but I’m here to simplify the process.
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